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Heineken N V Global Branding And Adverstising
Essay specific features
Written by:
Mary F
Date added:
March 4, 2015
Level:
Grade:
A
No of pages / words:
5 / 1320
Was viewed:
5648 times
Rating of current essay:
Essay content:
It should have both centralization and decentralization marketing organizational structure to promote successfully a global brand and to support local marketing managers in setting and implementing ICM strategies tailored to each local market.
Situation Analysis: Heineken N.V is a well-know, renowned brewery with essential strengths (Appendix-1) to be a global brand...
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However, at this moment, brand perception is different across the countries. Though Heineken had consistently been marketed as a premium brand, in the US and Hong Kong market, a distinct image was established for special occasion rather than for daily consumption while in Latin America, Heineken is viewed as a European imported beer among others...
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